The ongoing battle between PR and advertising agencies

Why do PR and advertising agencies feel the need to look down their noses at each other? Why can't everyone just get along? That's the discussion that Chip and Gini have after an article appeared in AdWeek with the provocative title "PR Agencies Invade Adland." As the creator of the PESO model that calls for the integration of all forms of media, Gini has some especially strong feelings on the subject. The reality is that the lines between all types of agencies have blurred. It's now more of a question of an agency's primary focus, but there is an increasing need to have some degree of fluency in a range of communications disciplines at any type of agency.